What are the top three marketing tools you use to get luxury homes sold?

  • May 09 2011 - Naples
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Answers (13)

These are pretty bland and obvious answers.  Obviously when listing a 4 million dollar home you damn well better have a professional photographer, I would agree and recommend that you use a ariel photo if at all possible as well.  

I market these homes to other markets, including in Canada.  Many of my clients are buying second homes out here (or selling) so I think it is very important to expose the house in as many areas of the country that seems worth while.  Obviously over spending can come quick, but if you can get the understanding from the owner that these sales take a little time, and alot of cost and effort, get into a long agreement and go earn your dollars.

I also market to golf courses, as most of the high end homes in my area are on golf courses.  I have even looked into doing ads in Golf Digest and other type magazines.

Wonderful broker opens are nice, but in some of the communities I am around, they won't even let you do open houses.  So the hard thing to do is figure out a way to ensure that every high end home seller knows that the house is out there.  Usually this is done by calling and talking to them about the home, as well as setting up a personal tour with them to walk them through and go over all the finishes, as well as qualities of the house.



I'd like to hear some of other agents "tricks" as to what they do.  
  • July 28 2013
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The best marketing tool is also the cheapest and newest - [self promotion deleted by Zillow moderator. Please see our Good Neighbor Policy for posting guidelines]
  • April 11 2013
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1. Quality Professional Photography, including aerial if appropriate. As many quality photos as your MLS allows. You cannot represent the property on the internet without the right photos/video.

2. Full spectrum marketing, from print to internet. Must go from local to national to international.

3. Represent the home, be present at showings and have the home prepared. Work with your fellow REALTORS, network, be creative. Host a charity event on sight. 
  • April 01 2013
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Sergio My thoughts are; 1. List with a brokerage firm that specializes in marketing luxury homes that can reach the global connections. " Previews " The Luxury Division of [promotion deleted by Zillow  moderator] has an extraordinary program designed for the worlds most affluent homebuyers. 2. Reach out to the top producing agents in luxury home sales for the area, with a special invitation to preview the property for their clients that they may already be working with. 3. Have all the knowledge about the property inside. It helps if you love what you do and your extremely passionate about real estate properties.
  • March 31 2013
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I want to Like Shawn's remarks, but I can't.  Shawn.  If you're listening, great feedback.  My two cents....
1.  Excellent Photography (either invest in professional photography, or become a great photographer yourself, your client deserves it)
2.  Excellent Promotion (syndicate to multiple websites and get on the luxury sites aka RE/MAX has their "RE/MAX" Collection specifically catered to luxury homes in any given market
3. Excellent Representation.  Your client deserves and agent that cares enough to get quality feedback after showings, to understand and promote the specific property and community features, and to negotiate to capture a good return on a great property.

Happy selling.  If you aren't 100% confident in doing this yourself, look on your local MLS board and find an agent with experience successfully doing this and see if they will  co-list with you.  Your seller is paying a ton of money for great service.  Make sure at the end their grateful for the chance to have paid it to someone like you.  Good luck!
  • March 29 2013
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Personally invite other top agents to your broker open, leave it on tour 1 to 2 hours longer than others being shown at the same time and yes I agree with the others you must have have great professional photos done.
  • October 12 2012
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We are a REALTOR team working to promote the sale of our listings and meeting new buyers. The Three top marketing tools we use that really benefit all of our listings are- 1) Our listings are promotet on over 40 internet resources 2) We take our on Photgraphy and create Visual Tours 3) When possible we promote and host open house and Broker open house events including Mailout Invitations to nearby homeowners for a special private tour.
  • July 30 2012
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Keep the property in the lime light, create buzz in the right circles, and offer financing terms that make it easier for more people to buy the property.
  • July 28 2012
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I really like the way Shawn has responded to this question. As a Re/Max agent, we also have the Re/Max Luxury line of advertising to stand out but none of that matters if you are not expert on the homes features like Shawn said!
  • July 27 2012
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Sergio,

The most important is knowledge of the property and local market.  I am amazed when reviewing higher end properties the listing agent's lack of knowledge of that property.  If you are opening up a home to a buyer and their agent (this is the usual situation on high dollar, furnished properties) you had better be ready to answer any question.  This is how I look at it.  Take a waterfront home of $4M in Parkshore, if you stand to make $120K in commission listing this house (3 times many working people's annual salary) you had better make this listing a full time endeavor.  You should have knowledge of the decorations, structure, contractors or builder, dock and lift, kitchen appliances, water depth, time to open water, and most everything else.   How can you say you should earn that commission if you cannot recite EVERYTHING about just one house?  Here are some points I always ask and the agents usually never know; propane tank size, elevation, lift weight, bridge clearance (or if there is one), age of the roof, age of the A/C's, is there a dehumidifier, type of truss system, and piling certification.  If they cannot show me this information, they have lost our confidence.  If you are going to sell high end, you had better be "high end" in your profession.  And I am not talking about the car you lease or how you dress.  These have no bearing on my clientele.  Good luck!

Shawn
  • May 10 2011
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A Great Price, Great Photos. You only need 2. The buyers will find it.
  • May 09 2011
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Well for starters, listing them on Zillow, of course. :)
  • May 09 2011
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1.  Professional pictures

2.  Strong internet presence to draw buyers across the country. 

3.  Think outside the box with trade options to match up high-end clients in swapping properties (often multiple properties).
  • May 09 2011
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